Trent History of Medicine Lecture: The Materiality of the Brand: Form, Function, and the Pharmaceutical Trademark

Dr. Jeremy Greene will explore the limits of patents and trademarks in the sphere of pharmaceutical intellectual property. Sponsored by the Rubenstein Library History of Medicine Collections, the John W. Hartman Center for Sales, Advertising & Marketing History, and the Trent Center for Bioethics, Humanities & History of Medicine.

Dr. Greene’s talk will explore the limits of patents and trademarks in the sphere of pharmaceutical intellectual property, and illuminate a century of controversy over the clinical, public health, and financial value of “look-alike drugs,” generic drugs that imitated their brand-name counterparts down to exact parameters of size, shape, and color. His historical analysis addresses thorny questions about which qualities of a brand-name drug are considered private property and whether parts of a drug other than its active ingredients (e.g., pill color) can affect its clinical function.

Dr. Greene is Associate Professor, Elizabeth Treide and A. McGehee Harvey Chair in the History of Medicine at the Johns Hopkins University’s Institute for the History of Medicine. His broader research interests focus on the history of disease, the history of global health, and the relationship between medicine and the marketplace. Dr. Greene also practices internal medicine at the East Baltimore Medical Center and the Johns Hopkins University Hospital. He has published on a wide variety of topics and his most recent book with Elizabeth Siegel Watkins is, Prescribed: Writing, Filling, Using, and Abusing the Prescription in Modern America, Johns Hopkins University Press, 2012.